Reporting into the CRM Manager, this role will be responsible for the developing and executing best-in-class CRM and loyalty strategies, that enhance customer engagement, retention, and long-term value to the brand, while delivering on business-critical consumer KPIs. The role will also be responsible for planning and executing Retention Marketing Campaigns (Email, Direct Mail, SMS, Push Notifications), ensuring the diverse UK consumer is understood and actionable marketing strategies are created to reach and engage with them. The ideal candidate will have extensive experience in CRM, campaign management, data management, and analysis, with strong communication skills to work with various stakeholders.
Strategic Responsibilities
- Develop plan, execute and analyse the brand’s CRM strategy, with the aim to drive key strategic metrics as well as supporting the brand’s category and sales objectives
- Develop and monitor Consumer centric objectives, leveraging key KPI’s such as Retention Rate, Repeat Rate and Lifetime Value
- Segment the database to devise the best engagement strategy for each consumer profile ensuring that we speak to the right consumer, at the right time, with the right messaging.
- Develop multi-channel communication streams across email, direct mail, SMS, and other relevant communication media.
- Manage the creation of assets in partnership with wider Marketing team and creative centre of excellence
- Execute the strategy by setting up the campaigns and on-going management of these.
- Initiate a test and learn strategy to optimise the customer journey and increase response and conversion rates.
- Ensure that the CRM strategy evolves to stay competitive and relevant in an ever-changing landscape.
Operational Responsibilities
- Lead on the end-to-end execution of CRM campaigns from campaign, audience and creative planning, to testing, QA, activation and post-campaign reporting
- Regular reporting and insights on the performance of campaigns to ensure strong engagement and ROI, with clear takeaways for future planning.
- Ownership of consumer data and insights, identifying trends, channel performance, and providing regular insights to guide the brand strategy.
- Work with Corporate centre of excellence CRM teams to develop local insight using consumer data
- Input and operational support of Brand Omnichannel Loyalty Programmes
- Produce analysis of campaigns to analyse success/ROI and communicate results and findings to optimise future campaigns.
- Ensure the quality and integrity of data is maintained and is at the heart of the strategy.
- Ensure all retail locations are fully equipped to capture customer data (D2C).
Collaborative Responsibilities
- Build and nurture relationships with key retail partners to ensure a strong partnership marketing plan in line with the wider brand strategy.
- Work closely with various stakeholders to ensure alignment and effective execution of CRM strategies.
- Management of the CRM budget working with the CRM Manager/Marketing Director to ensure alignment to overall Marketing budget.
- Build a close partnership with Corporate centre of excellence CRM and consumer data/insights colleagues to ensure there are synergies across all project roadmaps
